Position: Associate Director / Director , Growth
Location: Bangalore
Working Days: Monday to Friday
Experience Required: 10\+ years
Client: Leading Home Appliances Brand
- *About Our Client**
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Our Client is building India's most innovative kitchen appliances brand. Backed by deep commercial kitchen expertise and a strong in\-house R\&D team, we bring category\-first innovations into Indian homes. Led by repeat founders and strong leadership talent, Our Client is entering a rapid national expansion phase , scaling D2C, marketplaces, and an offline experience centre network across kitchen, laundry, cooling, and air care.
- *Why This Role?**
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This is a **build\-from\-zero growth leadership role**, not a campaign management role. You will architect, scale, and lead Beyond's entire demand engine , owning how new customers find us, how we convert consideration into purchase, how we extend value across the customer relationship, and how we build a compounding growth system over time.
- *What You'll Own**
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### **National Revenue \& Demand Generation**
- Deliver quarterly and annual D2C and marketplace revenue targets
- Drive demand across paid, organic, CRM, and influencer channels
- Ensure growth\-led channels contribute 60–70% of total D2C revenue within 12 months
### **Customer Acquisition and CAC Management**
- Build and scale a customer acquisition engine with CAC payback within 12 months
- Grow new customer volume 1\.5–2x annually while protecting AOV and repeat rate
- Own conversion rate optimisation across D2C site and marketplace brand stores
### **Consideration and Mid\-Funnel Leadership**
- Build the mid\-funnel system for a category with a 3–8 week purchase decision cycle
- Drive organic search visibility across top priority category keywords
- Build a content engine , buying guides, comparison articles, video reviews , that drives 20–30% of D2C transactions on an assisted attribution basis
### **Retention, Cross\-Sell and Household Penetration**
- Own lifecycle and CRM systems that grow household penetration over 18 months
- Drive cross\-category purchase with at least 20% of Year 1 buyers adding a second category by year end
- Build post\-purchase journeys delivering AMC attach above 25% and accessory attach above 15%
### **Performance Marketing and Budget Ownership**
- Manage a multi\-crore monthly marketing budget with full P\&L accountability
- Allocate across Google Search, Shopping, Meta, YouTube, and influencer based on channel\-level ROAS
- Run a minimum of 6 structured experiments per month across channels and landing pages
### **Growth Structure \& Governance**
- Define KPIs across performance marketing, CRM, SEO and content, analytics, and partnerships
- Run structured weekly, monthly, and quarterly growth reviews
- Build forecasting discipline with revenue forecast accuracy within 8% of actuals
### **Team \& Capability Building**
- Hire, train, and scale a growth team of 8–12 within the first 6 months
- Build a performance\-driven culture rooted in structured experimentation, not gut\-feel decisions
- Be the growth voice in every cross\-functional conversation with Category, Product, Brand, and Finance
- *Organisation You'll Lead**
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- Performance Marketing Managers (paid search, paid social, YouTube)
- CRM and Lifecycle Specialists
- SEO and Content Team
- Analytics and Attribution Manager
- Partnerships and Influencer Lead
- *What We're Looking For**
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- 10\+ years in growth, performance marketing, or demand generation, with at least 4 years in a senior leadership role owning a team and a budget
- Demonstrated track record scaling a high\-ticket or considered\-purchase consumer brand , appliances, durables, premium furniture, or high\-ticket D2C. Pure impulse\-category backgrounds are harder to translate
- Direct ownership of paid media budgets of Rs 2 crore per month or above, with accountability for ROAS, CAC, and contribution margin
- Strong mid\-funnel instinct: content\-led acquisition, SEO\-driven consideration, and trust\-based conversion , not just bottom\-of\-funnel performance
- Analytical depth , attribution models, cohort analysis, funnel diagnostics, and forecasts Finance will stand behind
- Comfortable working directly with founders in a high\-growth, high\-ambiguity environment
- *What Makes This Opportunity Different**
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- Direct access to founding team and decision\-making
- Full budget authority over a significant and growing marketing P\&L
- Opportunity to build systems, not manage legacy structures
- A product and category team that is already strong , good products to sell, smart people to work with
Our Client is not competing on discounting. They compete on innovation, design, and value , and they're looking for a growth leader who can build the demand engine to prove it.